Medición de la calidad en el servicio de la Caja Municipal Cusco en la ciudad de Cusco
Date
2019-03-20
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
El éxito del sector microfinanciero peruano es reconocido en el mundo como el mejor
entorno para la inclusión financiera, sumado a esto, en las últimas décadas, en la denominada
etapa de prioridad del marketing, el enfoque empresarial se centra en procurar la satisfacción
de los clientes a través de la calidad de servicio como uno de sus principales factores de
diferenciación. Teniendo en cuenta lo expuesto, y que, en general, a nivel local existe escasa
información académica relativa a la medición de la calidad de servicios en el sector
microfinanciero, se torna importante conocer y analizar la calidad de los servicios de créditos.
El método elegido para este propósito, fue la aplicación del modelo SERVQUAL. Es
así, que a partir de su adaptación al sector microfinanciero y su validación expuesta en
presente documento, se procedió a la aplicación de 382 cuestionarios a clientes de créditos
distribuidos de manera proporcional en las 13 agencias de la Caja Municipal de Ahorro y
Crédito Cusco ubicadas en la ciudad de Cusco.
Los resultados logrados a través de análisis estadísticos permitieron concluir la
existencia de un impacto significativo de cada una de las dimensiones contenidas en el
modelo, en el resultado de la Calidad de Servicio. Adicionalmente, se identificaron las
brechas de calidad en el servicio de todas las agencias estudiadas llegando a la conclusión
que, en general, las expectativas de servicio de los clientes de créditos no son satisfechas por
la empresa, dando lugar a una puntuación SERVQUAL negativa, especialmente en las
dimensiones referidas a la capacidad de respuesta y confiabilidad.
A partir de las conclusiones presentadas en el presente estudio se hicieron
recomendaciones destinadas a mejorar la calidad de servicio en la empresa, como la
agilización de procesos en el otorgamiento de créditos adoptando políticas lean, la
estandarización de la información en todos los canales de atención, de manera que el cliente
reciba información completa y oportuna, entre otras.
The success of the Peruvian microfinance sector is recognized in the world as the best environment for financial inclusion, added to this, in the last decades, in the so-called priority stage of marketing, the business focus is focused on ensuring customer satisfaction through the quality of service as one of its main differentiating factors. Taking into account the foregoing, and that, in general, there is scarce academic information at the local level regarding the measurement of the quality of services in the microfinance sector, it becomes important to know and analyze the quality of credit services. The method chosen for this purpose was the application of the SERVQUAL model. Thus, from its adaptation to the microfinance sector and its validation exposed in this document, we proceeded to the application of 382 questionnaires to credit clients distributed proportionally in the 13 agencies of the Municipal Savings and Credit Caja Cusco located in the city of Cusco. The results achieved through statistical analysis allowed concluding the existence of a significant impact of each of the dimensions contained in the model, in the result of Quality of Service. Additionally, quality gaps in the service of all the agencies studied were identified, reaching the conclusion that, in general, the service expectations of the credit clients are not met by the company, giving rise to a negative SERVQUAL score, especially in the dimensions referred to the capacity of response and reliability. Based on the conclusions presented in the present study, recommendations were made to improve the quality of service in the company, such as the streamlining of processes in the granting of credits by adopting lean policies, the standardization of information in all care channels, so that the client receives complete and timely information, among others.
The success of the Peruvian microfinance sector is recognized in the world as the best environment for financial inclusion, added to this, in the last decades, in the so-called priority stage of marketing, the business focus is focused on ensuring customer satisfaction through the quality of service as one of its main differentiating factors. Taking into account the foregoing, and that, in general, there is scarce academic information at the local level regarding the measurement of the quality of services in the microfinance sector, it becomes important to know and analyze the quality of credit services. The method chosen for this purpose was the application of the SERVQUAL model. Thus, from its adaptation to the microfinance sector and its validation exposed in this document, we proceeded to the application of 382 questionnaires to credit clients distributed proportionally in the 13 agencies of the Municipal Savings and Credit Caja Cusco located in the city of Cusco. The results achieved through statistical analysis allowed concluding the existence of a significant impact of each of the dimensions contained in the model, in the result of Quality of Service. Additionally, quality gaps in the service of all the agencies studied were identified, reaching the conclusion that, in general, the service expectations of the credit clients are not met by the company, giving rise to a negative SERVQUAL score, especially in the dimensions referred to the capacity of response and reliability. Based on the conclusions presented in the present study, recommendations were made to improve the quality of service in the company, such as the streamlining of processes in the granting of credits by adopting lean policies, the standardization of information in all care channels, so that the client receives complete and timely information, among others.
Description
Keywords
Calidad total, Cajas municipales--Perú--Cuzco, Investigación cuantitativa
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